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Company : Fork Media 
Thursday, November 5, 2015 8:35PM IST (3:05PM GMT)
 
Fork Media Launches Millennial-Focused Website Hauterfly
Headed by media veteran Zahra Khan, the site is part of the company's ambitious plans to expand into premium lifestyle content
 
Mumbai, Maharashtra, India

Leading ad technology network Fork Media has announced the launch of Hauterfly (www.thehauterfly.com), a new digital destination aimed at millennial women interested in high quality fashion and lifestyle content. The launch of the platform is in sync with Fork’s ambitious expansion plans into premium digital content in the highly competitive lifestyle space.
 
The brainchild of former fashion and lifestyle editor Zahra Khan, the stylish site seeks to influence how urban Indian women spend their time and money online by creating original stories around fashion, beauty, décor, tech and lifestyle. As a daily destination dedicated to shopping, its aspirational yet accessible approach inspires personal style and helps women discover and shop brands they’ll love. In a nutshell, Hauterfly simplifies the shopping experience for the reader by shortening the path from inspiration to transaction via rich, trend-led editorial content.
 
Samar Varma, CEO – Fork Media, says, “Hauterfly is our first step towards building strong publishing assets under Fork. We see it as a natural progression, considering our strong focus on native advertising. The plan is to incubate and fund many more such disruptive content verticals under the Fork Media network with an objective to build a stronger connect with our audiences. In Zahra we have found an extremely capable founder for this venture, as she has over 13 years of experience in the fashion, lifestyle and luxury business, and comes with a deep understanding of the pulse of consumers.”
 
Zahra Khan, CEO  & Editor-in-Chief – Hauterfly, says, “Hauterfly is focused on engaging millennial women in a meaningful way, by giving them relevant, fun and useful style and beauty advice. As an independent, digital-first media startup, we’re setting the standard for premium lifestyle content online. Our audience connects with content in a way that’s very meaningful for brands, leading users from an editorial experience to a shoppable one. Keeping this in mind, we’re also launching a men’s vertical called Superfly very soon, which will target urban Indian men looking for original, approachable style content. We’re architecting a formidable media brand with these two ventures, as they’re poised to become vital destinations for brands looking to engage with millennial women and men.”
 
With over 13 years of rich experience, Zahra Khan has worked with some of the biggest names in national media, including the Times Of India (where she was fashion and culture editor for Bombay Times), the luxury lifestyle magazine HELLO! and the TV news channel Times Now. She was also part of the core team that launched, marketed and distributed the luxury brands Gucci, Jimmy Choo and Bottega Veneta in India in the initial years.

About Fork Media

Fork Media has emerged as one of the fastest growing technology companies in the ad tech space.  Fork Media is India’s first premium ad tech platform which leverages online, mobile and video platforms, to create innovative, turnaround solutions for advertisers and publishers.  Fork Media creates advertiser focused content, crafts innovative ad engagements and uses data to match audiences to brands.  The company works with publishers to unlock alternative revenue streams and with advertiser to create long term engagement with target consumers.
 
Incepted in March 2013, Fork Media is based out of Mumbai. It also has offices in Delhi and Bengaluru and forayed into the international market with the launch of its Dubai – GCC operations in 2014.
 
About Hauterfly 

Hauterfly is an independent media startup that influences how urban Indian women spend their time and money online. Through its premium and shoppable content, it helps millennial women discover what's new, hot and happening in fashion, beauty and lifestyle across the country. Designed to wow both readers and shoppers, Hauterfly showcases addictive fashion content, highly curated product discovery and insider tips from celebrities and tastemakers, making it the one-stop destination for impeccable style and shopping advice in India (www.thehauterfly.com).

 
For News Release background on Fork Media click here
 
Media Contact Details
Pranay Prabhas, Value 360 Communications, +91-9910455291, pranay@value360india.com;pranayrathore7@gmail.com
 
 
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